Comparing Adobe Analytics Standard and Adobe Analytics Premium
Is Adobe Analytics Standard enough, or should I be paying the higher price of Adobe Analytics Premium? The answer to this commonly asked marketing question depends on how greatly your current needs are being met—and which of these two systems most cost effectively bridges the gap between what you hope to accomplish with analytics as well as what your current analytics system is lacking. We thought it would be helpful to give a brief overview on some of the similarities and differences between the two.
Both Adobe Analytics Standard and Premium offer:
- Reporting and dashboards: a collection of brief “reportlets” or snippets of more in-depth reports. (This functionality was previously available in SiteCatalyst).
- Ad hoc analysis (Discover): helps marketers pinpoint the most valuable real-time segmentation—providing a portal to really dig deep into the data that reveals most about customers in order to create effective content and increase ROI.
- Excel dashboarding (Report Builder): a tool to integrate with Microsoft Excel—enabling customized report integration from analytics into Excel worksheets.
- Raw data repository (Data Warehouse): copies unprocessed analytics data into a single table for more robust reporting capabilities. This is needed for more complex and segmented reporting.
- Dynamic tag management: allows quick tag management for distributing user-specific content and collecting tag-related data.
- Data connectors (Genesis) between Adobe and its partners: a development ecosystem assisting third-party products (partnered with Data connectors) to integrate into the Adobe Marketing Cloud.
- Marketing attribution: a way to understand all of the steps it takes for a customer to hit the point of conversion.
- Fallout visualizations: tools to provide more insight and robust fallout reporting (where customers left and continue to leave your site).
Adobe Analytics Premium moves a few strides further in providing a broader view of your customers and their impact on ROI. In addition to the list above, the Premium version also offers:
- Audience clustering: a tool to help turn new customers into specific audiences for better targeting and analysis.
- Predictive analytics: helps marketers discover customer behaviors and patterns that become conversions through customer propensity modeling, anomaly detection, correlation analysis (this allows you to break down and analyze one type of traffic with another type), etc.
- Decision trees: a more visualized form of predictive analytics allowing better insight into visitor characteristics and relationships.
- Predictive intelligence: helps to forecast potential scenarios of customer interaction and indicate the likelihood of outcomes. This capability is made possible with live stream, anomaly detection, contribution analysis, propensity scoring, etc.
- Data Workbench: provides a view into the journey your customer takes online and off. This is made possible with predictive intelligence, ad hoc analysis, audience clustering, correlation analysis, data segmentation, engagement scoring, customer churn analysis, etc.
- Live Stream (Data Firehose): allows marketers to see customer interaction within seconds of it actually taking place.
These are not complete lists of Adobe Analytics Standard and Adobe Analytics Premium capabilities, but rather major highlights we see pertinent to most of our analytics customers’ needs. When you use one of these services, the analytics data will be available to you centrally and seamlessly via your Adobe Marketing Cloud. With these analytics portals, marketing teams are able to generate and share insights more than ever before. For more Adobe Analytics insight and useful marketing tech tips, subscribe to our blog, today.
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